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Between 1950 and 2001, the incidence of melanoma increased an astonishing 690 percent in the United States, and mortalities from the disease rose 165 percent in that same period, the AAD states. It’s no coincidence that those years also witnessed a significant increase in the disposable income and leisure time enjoyed by most classes of American citizens, resulting in increased vacation time and sun exposure.
Dermatologists have no doubt heard these frightening figures before, and they also understand that the majority of morbidity and mortality caused by skin cancers is preventable. This means they’re uniquely positioned to undertake the challenge of convincing people to change their behavior. Practices can strengthen their message to patients by making simple adjustments in the ways their offices are organized and operated.
When choosing literature and posters for your waiting and exam rooms, it’s important to remember that not all patients will respond to facts regarding the risks of skin cancer. Other tactics are sometimes more effective. Vanity, for example, can be a compelling consideration for some patients. “Oftentimes I ask patients if they are not really concerned about skin cancer, do they care about wrinkles?” notes New York City dermatologist John A. Carucci, MD. A simple photograph or poster displaying the cosmetic effects of sun-damaged skin can speak volumes in this regard.
Dermatologists should feel free to produce their own patient education materials, too. At her practice in Naples, Fla., Cynthia Yag-Howard, MD, writes up brief index-card messages explaining the pros and cons of the skin-care products available in her practice. Patients may want different qualities in products, and her expert advice can help them find what they’re looking for. “Some patients are looking for a creamier-type sun block. Or maybe one for their face that also includes a moisturizer,” she says. Rather than rely on product advertising to describe each item, Yag-Howard feels she can offer her patients a more objective assessment.
Dermatology practices that really want to be known as patient friendly might consider gift baskets, says Inga Ellzey, MPA, of the Inga Ellzey Practice Group in Casselberry, Fla. These will be especially welcomed by patients recovering from skin-cancer surgery. In them, place sunscreens, educational pamphlets, refrigerator magnets displaying the practice’s contact information or resource Web sites, or even protective clothing such as hats. Not only does this gesture augment patient education, it lets people know the practice cares about their welfare, Ellzey adds.
Product samples can also be used to overcome patient objections. For example, because one of the major reasons patients refuse to use sunscreens is the perception that they feel greasy on application, Yag- Howard keeps a particularly cosmeti Cosmetically appealing sunscreen sample in every exam room to prove to skeptical patients that this isn’t always the case.
Dermatology office and support staff should know the basics of sun protection and be prepared to convey that knowledge to patients. Monthly inservice training sessions can keep them apprised of new developments in the field, such as the increasing use of spray-tanning products and visits to tanning salons. They should know there is no safe way to tan, indoors or out, and that spray tans, although not known to present medical risks, do not provide protection against sun exposure.
Make certain staff knows the two most common mistakes associated with sunscreen use: (1) applying a sunscreen once at the beginning of the day, thinking it will provide all-day protection; and (2) not using enough sunscreen to provide adequate protection.
To ensure staff is communicating effectively with patients, an office manager or dermatologist should occasionally test their knowledge by eavesdropping on their patient interactions or sending in an “undercover” patient to ask questions about the risks of sun exposure.
What goes on inside the office is important, but confining your efforts there will limit the message. “Because so many of our patients are being treated for skin cancer, in a way, we are often preaching to the converted,” says Carucci. “There is a need to get the message out to the public.” Free skin-cancer screenings are a great method of accomplishing this. They can be done in the practice or at nursing homes, apartment complexes, or schools. During the screening, pamphlets and samples can be handed out.
Another way to communicate with the public is through news outlets. Local TV stations and newspapers are often receptive to features on the dangers of sun exposure, especially during the summer months, and may be happy to accept dermatologist authored news releases.
Less traditional media can also be effective, especially for the Baby Boomer generation, who are at ease with new technologies such as the Internet, according to Ellzey. Dermatologists might consider handing out educational CD-ROMs to patients, as these are relatively inexpensive to produce and can be another way to engage patients. Informational videos on display in the waiting area and recorded messages for patients on hold in your telephone system are also potentially effective options.
However it is accomplished, educating patients about the risks of sun exposure represents the linchpin of whatever success dermatology will or will not have in the battle against this prevalent and pre ventable form of cancer.
Dermatologists may feel like they’re facing an uphill battle when it comes to educating their patients about the dangers of sun exposure. These U.S. figures provide fuel for continuing the fight:
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Disclaimer: The material above has been prepared by Physicians Practice. It has not been reviewed by the DermQuest Editorial Board for its accuracy or reliability. Reference to any products, service, or other information does not constitute or imply endorsement, sponsorship, or recommendation by members of the Editorial Board.